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研究生:曹哲鋒
研究生(外文):Tsao, Che-Feng
論文名稱:鎖住效應對顧客忠誠度影響之研究─以定期航商為例
論文名稱(外文):Examining the Impact of Lock-in on Customer Loyalty: a Context of Liner Shipping Carrier
指導教授:趙時樑趙時樑引用關係
指導教授(外文):Chao, Shih-Liang
口試委員:呂錦隆游明敏
口試委員(外文):Lu, Jin-LongYu, Ming-Miin
口試日期:2016-06-07
學位類別:碩士
校院名稱:國立臺灣海洋大學
系所名稱:航運管理學系
學門:運輸服務學門
學類:運輸管理學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:75
中文關鍵詞:服務品質顧客滿意度正向鎖住負向鎖住顧客忠誠度
外文關鍵詞:Service QualityCustomer SatisfactionPositive Lock-inNegative Lock-inCustomer Loyalty
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本研究旨在探討定期航商之服務品質、顧客滿意度、正向鎖住與負向鎖住對忠誠度之影響。實證研究將樣本分為直客、透過承攬業之客戶的群體,利用結構方程模式建立構念間關係,並使用Smart PLS 2.0統計軟體做為研究工具。研究結果顯示,對於直客而言,不僅服務品質會直接影響顧客滿意度外,顧客滿意度與正向鎖住也會直接影響顧客忠誠度,雖然服務品質無法直接影響顧客忠誠度,但可藉由提升顧客滿意度間接影響顧客忠誠度,然而,對於透過承攬業者之客戶而言,除正向鎖住直接影響顧客忠誠度外,服務品質也是直接影響顧客忠誠度,而非透過顧客滿意度來間接影響顧客忠誠度。最後,本研究根據實證結果提出理論與實務上的建議,以供未來相關研究參考。
The purpose of this study is to identify the influence of service quality, positive lock-in, negative lock-in, customer satisfaction toward customer loyalty in the liner shipping industry. Empirical study was conducted by two sample sets separated by direct shippers and indirect shippers who ship cargo by forwarders to further identify the relationships between constructs.Structural Equation Modeling (SEM) is applied to establish the relationship between constructs and Smart PLS 2.0 statistical software is used to validate the hypotheses.As far as direct shipper is concerned, the results showed that customer satisfaction and positive lock-in effect have a positive influence on customer loyalty. Moreover, service quality couldn’t impact on customer loyalty directly but might affect customer loyalty indirectly by increasing customer satisfaction. However, in terms of indirect shippers, not only service quality on customer loyalty has a direct relationship but also positive lock-in effect has a significant impact on customer loyalty. The process and results of this study are organized and presented in this thesis as a reference for practitioners and future research.
目錄

謝辭 I
摘要 II
Abstract III
目錄 IV
表目錄 VI
圖目錄 VII
第一章 緒論 1
1.1 研究背景 1
1.2 研究目的 2
1.3 研究範圍與限制 3
1.4 研究流程與架構 4
第二章 文獻探討 7
2.1 定期航運特性 7
2.1.1 跨國性 7
2.1.2 時間性 7
2.1.3 空間性 7
2.1.4 載具配合性 8
2.1.5 聯運性 8
2.2 服務品質 10
2.3 顧客滿意度 13
2.4 顧客忠誠度 15
2.5 鎖住效應 17
2.5.1 正向鎖住 18
2.5.2 負向鎖住 19
2.6.1 小結 22
第三章 研究方法 23
3.1 研究模式與假說 23
3.2 變數操作型定義 24
3.2.1 服務品質 24
3.2.2 顧客滿意度 25
3.2.3 顧客忠誠度 25
3.2.4 正向鎖住 26
3.2.5 負向鎖住 26
3.3 統計分析方法 27
3.3.1 敘述性統計分析 27
3.3.2 結構方程模式 28
3.3.3 測量模式分析 29
3.3.4 結構模式分析 30
3.4 問卷前測 31
第四章 實證分析 32
4.1 問卷設計 32
4.2 樣本資料蒐集與分析 32
4.3 PLS-SEM分析 35
4.4 結構模型的路徑係數與本研究提出假說檢定 42
4.5 修正後模型 48
4.6 小節 58
第五章 結論與建議 60
5.1 結論 60
5.2 建議 62
參考文獻: 63
中文部分: 63
英文部分: 64
附錄:本研究之問卷 73




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